Able C&C Missha Collaborates with Alibaba Tmall... Accelerating Entry into Chinese Online Market

Missha 'Perfect Cover BB Cream'

[Asia Economy Reporter Seungjin Lee] Able C&C's cosmetics brand Missha is accelerating its push into the Chinese online market.

Able C&C Missha announced on the 24th that it has signed a strategic business partnership (JBP) with Tmall to establish a long-term and in-depth cooperative relationship aimed at leading the beauty e-commerce market.

Tmall, operated by Alibaba Group, is China's largest e-commerce platform with over 1 billion users, equipped with detailed consumer data and analytical capabilities.

Able C&C plans to accelerate its company-wide digital transformation starting with the agreement with Tmall. Under a close cooperative relationship, Missha and Tmall will combine their core growth drivers?from developing products specialized for the Chinese market to digital marketing and customer communication?to create synergy. Tmall will serve as Missha's largest online sales channel in China as well as the main channel for brand promotion, channel management, and product innovation.

Through this collaboration with Alibaba Tmall, Missha plans to rejuvenate its brand in three aspects?products, brand image, and operational methods?targeting the MZ generation (Millennials + Generation Z) and to grow its sales within China.

So far, Missha has actively pursued localization measures, such as seeking new marketing avenues tailored to the Chinese market. Recently, during the '618 Shopping Festival,' the largest discount event in China’s first half of the year involving major online malls like Tmall and Alibaba, Missha’s representative popular product 'Perfect Cover BB Cream' and the new product 'Red Cushion' sold over 100,000 units combined, achieving first place in total sales in the cost-effective BB cream category.

Kim Yujin, CEO of Able C&C, stated, “In a situation where online consumption trends are expanding worldwide and markets are rapidly changing due to the COVID-19 pandemic, this collaboration can be seen as a milestone in Able C&C’s digital transformation,” adding, “We will achieve sustainable growth through a new phase of cooperation and mutual prosperity in the Chinese market.”

This content was produced with the assistance of AI translation services.